Measuring The Degree Of Influence Newspaper Ad Inserts Have

In a research study that was release in late 2006 by Vertis Communications (Customer Focus®/RISC) it revealed that 51 percent of adults use advertising inserts or circulars to decide where to shop for clothing items. The study analyzed the shopping habits of four core segments (below) identified through RISCAmeriscan and the motivating factors influencing how and where these groups shop for their fashion items.

1. “Movers and Shapers”
2. “Daredevils”
3. “Guardians”
4. “Wannabes”

“The four groups analyzed through the study show that, despite demographic similarities, consumers are unique individuals with different values and personalities influencing their habits,” said Jim Litwin, vice president of market insights at Vertis Communications. “In order to connect with consumers on a personal level, it is important for marketers to understand these groups and their motivations; this will help them develop relevant and effective advertising and marketing collateral.”

Consumers who are part of the “Movers and Shapers” category are often described as open-minded individuals in constant pursuit of new things from clothing to careers. They are a high-energy group that does not like to be controlled or limited, but seeks the acceptance and companionship of others.

“Daredevils” are known for their competitive nature and constant need for recognition from others. Often times they accomplish this by being risk-takers or though unorthodox behavior. These individuals value status, which is often reflected by their physical appearance and purchase selections. Adults in the

“Wannabes” often aspire to be like other groups who have what they want and know how to enjoy life. These adults use their energy and activity to achieve the entertainment they seek and are often attracted to unique and different experiences. This group has a difficult time connecting with others.

Of all the groups, “Guardians” are least likely to accept change and often plan ahead to avoid unexpected situations. Close, personal relationships are important to this group, which values tradition and routine. They are least likely to become leaders, but will always follow others.

This same study, which surveyed respondents for the first time via the telephone and Web, also revealed the following:

Shopping Behaviors of Adults

• 58 percent of Daredevils and 50 percent of Guardians research by circular and then purchase at store
• In comparison, 21 percent of Movers and Shapers research by circular online and then purchase at store
• According to the study, 13 percent of Daredevils research by circular online and then purchase online, compared to 10 percent of Wannabes and movers and shapers
• 8 percent of Guardians and 8 percent of Wannabes research by circular and then purchase online

Discount Stores Are Shopping Preference for Movers and Shapers

• 40 percent of Movers and Shapers surveyed shop at discount stores most often for their fashion items, compared to 18 percent of Wannabes
• Although 16 percent of Movers and Shapers shop at department stores, this group is most likely to shop at stores where they can get the best value for their money
• Movers and Shapers are busy individuals and 18 percent are attracted to stores where they can get items for the entire family
• 37 percent of consumers in this group have a combined household income of less than $30,000

Wannabes Seek Specialty Stores for their Unique Shopping Needs

• 21 percent of Wannabes shop at specialty stores for their fashion items, compared to 1 percent who shop using catalogs
• When selecting where to shop, 38 percent of Wannabes look for stores with clothes that fit them, compared to 11 percent who shop at locations carrying the latest fashion
• 50 percent of Wannabes have a combined household income of $50,000
• Of the women 23-54 surveyed, 44 percent are classified as Wannabes

Daredevils Frequently Visit Value Retailers For Fashion Needs

• According to the study, 33 percent of Daredevils shop at value retailers for fashion items
  
• For 32 percent of adults classified as Daredevils, “best value” is the most important factor in selecting where to shop, while 29 percent shop at stores with clothes that fit them
• Daredevils are least interested in stores carrying the latest trends, with only 6 percent of respondents stating this is important when selecting where to shop
• 38 percent of Daredevils have a combined household income of $50,000, while 34 percent have an income of less than $30,000
• 30 percent of women 50 and older are categorized as Daredevils, compared to 8 percent of women 18-34

Guardians Find Fashion Needs at Department Stores

• 27 percent of Guardians shop at department stores for their fashion needs
• Out of the four groups studied, Guardians are most likely to shop using catalogs, with 9 percent of respondents using this shopping tool
• For 33 percent of Guardians, best value is a motivating factor when selecting where to shop for fashion
• 37 percent of women 50 and older and 20 percent of women 65 and older are classified as Guardians